SBIE Assignment

Submitted by: Shweta Goyal

Roll no.: PGP12213
PIZZA HUT LAUNCH

Location: Bharatpur (Rajasthan)

1. Why selected this location?

i. Wide customer base: Bharatpur has population of 4,95,099 people

living in Urban areas. This would provide wide customer base for the
outlet. As the city is working on its development, Pizza Hut would be
very welcoming for people there.

ii. First branded food outlet: Bharatpur do not has any popular food
outlet like Subway,
Dominos, McDonalds, etc, this would provide an advantage of being the
first ever outlet in that city.

iii. No competition: The city does not have any other Pizza outlet. The local
outlets that serve pizza are currently serving it at higher price than
Pizza Hut, thus easier for Pizza Hut to eliminate competition from local
brands

iv. Tourist attraction: The Ghana Bird Sanctuary is a major tourist

attraction which lies in the city of Bharatpur. Thousands of foreigners
and people across the country visit this place, and since Pizza Hut is
internationally recognised, it would one stop eateries for tourists.

v. Low advertising cost: Word of mouth would be marketing strategy that

would work there. Pizza Hut launch will be a big launch and it will not
need much expenditure on awareness of outlet and marketing.

2. What are the steps to ensure that Pizza Hut remains profitable in Bharatpur?

i. Price affordability: Bharatpur is still in the process of urbanisation, as

a manager I’ll ensure that it is pocket friendly compared to other local
 pizza joints. This could be ensured by more emphasis on low range
pizzas.

ii. Family meals: Since there are no branded restaurants and food outlets,
Pizza Hut could be the stop for family get together. To facilitate that, I’ll
come up with special deals on family combos’s. They could also keep
offers for birthday parties, kitty parties, and are available for prior
booking for such occasions.

iii. Focus on beverages: Bharatpur is a very hot place, Pizza Hut can
provide cheaper range of cold drinks, cold coffees, ensuring that they
are priced at less than Rs. 60.
For that I’ll cut down cost on buying small bottles for individuals and
serve the required quantity in disposables. This would also reduce the
plastic waste.

iv. Consistent offers: People there generally loose interest when food
joints or brands remove offers and they pay higher price than what they
were paying earlier. So, I’ll ensure that they keep prices and offers
consistent, or bring new offers while revoking the earlier ones.

v. Language: As Bharatpur has more Hindi speaking population, as a

manager I’ll employee people who can communicate in Hindi and
English both. Menu cards will also be made available in Hindi language.